Survey Your Customers to Win their Loyalty

Research indicates that it costs five times more to acquire a new customer than it does to maintain an existing customer.

Maintaining customer loyalty is just as, if not more, important that soliciting new business. Online survey software offers an effective means of maintaining an existing customer base and building customer loyalty.

The Harvard Business Review recently published a study indicating that the average business loses up to half of its existing customers every five years. Using survey software to reach out and engage customers is a great way to mitigate this costly turnover.

Instant Feedback

What if there was a way to find out within days or even hours of a customer interaction how that customer felt about his or her experience with your organization?

Create a free online survey to send out to customers following each interaction and you can receive that feedback.

Post-transaction surveys

Once you’ve developed a post-transaction survey using online survey software, it is very easy to email the link directly to a customer as soon as he or she has done business with your organization.

Free-response fields improve responsiveness

Adding free-response fields, in which a survey respondent can write his or her own comments encourages the customer to communicate directly with your organization and share very personalized feedback.

Opportunity to follow up

If you request contact information you’ll have the opportunity to follow up on any problems the customer perceived or questions he or she may have.


Create a Community

Online survey software is an effective means of creating highly engaged customer communities.

Reaching out to existing customers with business ideas has proven effective for many organizations. Using online survey software creates an opportunity to build a community of customers who feel personally invested in product marketing.

 Benefits of customer communities

  • Customers feel personally engaged with your organization.
  • Customers feel ownership for new products they have previewed.
  • Customers serve as brand ambassadors and discuss new products with others.

Segment and Customize Marketing

Your organization can develop free online surveys for existing customers that will enable you to identify specific customer segments.

Using the results derived from online survey software one can develop a database including key information on every customer.


Benefits of segmenting customer data

  • Use basic demographic information to personalize and individualize marketing efforts.
  • Cross-reference survey data with customer information to identify relationships and trends.
  • Develop new products and services for specific segments of your customer base.

Imagine the benefits of reaching out to every customer with a personalized purchase incentive at his or her birthday. Or, imagine using survey software to build a marketing list of customers approaching retirement, about to purchase a home, or about to welcome a new child into their homes. Carefully developed surveys can create provide the information necessary to identify and respond to market segments.


Monitor Your Customer Base

  • Monitor your existing customers’ preferences
  • Identify customer dissatisfaction before it results in lost sales
Several top online retailers conduct surveys quarterly, or even more frequently, and query customers on recent purchasing decisions, including which other retailers they have frequented in the past months.

 Frequent Customer Surveys

  • Identify opportunities for new products
  • Pinpoint customer advantages in specific markets
  • Identify unmet customer needs
Despite all of the advantages of using online survey software to monitor one’s customer base, it is important to avoid over-surveying customers. If one creates surveys and queries customers too frequently, responses may drop off or become inconsistent. Finding the right balance of surveys and other customer contact can help any organization preserve its existing customer base and be better able to attract new customers.

Author Byline:



Sameer Bhatia


Sameer Bhatia is founder & CEO of which is a leading provider of online learning tools for building, testing, and applying knowledge. Through its Online Survey Software, ProProfs offers marketers and trainers powerful-but-simple features without requiring them to download or learn expensive software. Sameer has a background in technology with a Masters in Computer Science from USC (University Of Southern California) and is an ed-tech industry veteran. You can find Sameer on Google+ and Twitter.




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